Visual Brand

The visual brand is the foundation of how William & Mary is seen and recognized. Every color, font and design element works together to create a cohesive, compelling presence that reflects our centuries-old tradition of academic excellence and forward-looking discovery. These design principles ensure that, no matter where a message appears, it feels distinctly William & Mary — refined, confident and full of purpose. Use these guidelines to ensure that every visual touchpoint tells our story clearly and consistently.

Logos

Typography

Colors

Graphic Elements

Photo & Video Guidelines

W&M's Four Design Principles

Each design principle reflects the intellectual and emotional journey of learning: direction, connection, openness, and growth. Rooted in our brand's design language, these elements turn abstract ideas into visual forms that guide composition and layout.

Lines

Lines convey movement, direction and progress toward a goal, symbolizing a person’s path or momentum. Dotted or dashed lines suggest a journey composed of individual experiences and steps that connect one point to another. When multiple lines are used together, they reflect the variety of individual paths, representing the diversity of experiences and pursuits within a community or group.

Curves

Curves bring softness and flow to visual paths, representing flexibility, creativity and natural progression. When curves intersect, they illustrate the convergence of ideas, disciplines or people — literally forming visual “meeting points.” These intersections highlight how paths overlap and connect, symbolizing collaboration, shared purpose and the vibrant exchange of ideas that foster community.

Gradients

Gradients symbolize evolution and continuous transformation, illustrating a smooth shift from one state to another. Through the blending of colors, they represent the richness of diverse experiences and the integration of knowledge across disciplines. Gradients also add depth and dimension, reinforcing the idea that learning and growth are dynamic, layered and ever-changing rather than static.

Rounded Corners

Rounded corners convey comfort, inclusivity and smooth transitions, making designs feel inviting, approachable and friendly. They guide the viewer’s eye naturally, suggesting movement and discovery — reinforcing the idea of education and growth as a continuous, ever-expanding journey.

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.